To say that the Toyota Prius has been popular in the United States would be something of an understatement.

Since the car that pioneered the concept of hybrid-engine technology hit our shores 11 years ago, Americans have bought more than 1 million of them. Now in its third generation, the Prius hatchback (the first-generation model sported a trunk) commands a 53 percent share of the U.S. market, and outsells all other hybrids combined.

“Prius quickly became an enthusiast’s car for a new kind of enthusiast,” says Bob Carter, Toyota Division Group Vice President and General Manager.

But now that environmentally friendly hybrid technology is mainstream, Toyota is adopting it for different kinds of drivers. “Many have told us that, while they love everything about the Prius, they need something with more space,” explains Carter. By “they,” Carter is referring to a driving demographic that includes younger families, maybe with two kids, who value space and fuel efficiency equally and don’t require a third row.

In developing a new Prius model, Toyota engineers did extensive field research, visiting big-box national retailers as well as tourist destinations to see how American families were using their vehicles for local transportation, shopping trips and vacations. The fruit of that research has now arrived at Toyota dealers: The 2012 Prius v. The “v” stands for versatility. Compared to the original Prius liftback, the v has a few new tricks up its spacious yet fuel-efficient sleeve:

Commanding view of the road: A higher seating position and 3.3 inches of extra height delivers excellent visibility.

More room for families and the stuff they carry: Seating for five, with ample head room and generous rear legroom, is all about space for young, active families. A low, wide-opening hatch reveals more than 34 cubic feet of storage room behind the rear seats; not only is that 58 percent more than the original, explains Carter, but the Prius v “has more cargo space than 80 percent of the small SUVs on the road today.”

Seating versatility: Sliding second-row seats make it easier to get in and out, while a 45-degree recline delivers improvedcomfort. The rear seats also split 60/40 and fold down, perfect for trips to the home-improvement store or for the kids’ athletic gear. There’s even a debut of SofTex seats, a material that’s super durable and easy to clean but weighs half of what leather does and puts out fewer VOC (volatile organic compounds) emissions.

Storage spaces galore: The center console is big enough for nearly two dozen CD cases and has a utility tray. There are dual glove boxes, five cup holders, bottle holders built into the front and rear door pockets, and an overhead storage space for sunglasses in most models. You’ll even find storage space built into the sides and under the cargo platform as well as a special place for umbrellas beneath the second-row seats.

Pitch and Bounce Control: This new Toyota innovation works with suspension enhancements and uses the torque of the hybrid motor to enhance ride comfort and control. Because vehicles like the Prius v can carry more people and cargo, Pitch and Bounce Control engages to ensure a smoother, more consistent ride.

Advanced connectivity: Prius v is one of the first Toyotas to offer the Entune™ multimedia system, which connects to compatible smartphones to make Internet apps like the Bing search engine, movietickets.com and the Pandora music service available to drivers via spoken commands.

Still, the DNA of the Prius v is pure Prius, so this version shares some very important core elements of the original. Outstanding fuel efficiency is one. Using the same advanced Hybrid Synergy Drive system, with its efficient 98-horsepower, 1.8-liter four-cylinder engine and two high-output electric motors, the car offers a combined horsepower of 134. Amazing for its size, the Prius v delivers EPA–estimated fuel economy of 44 mpg city/40 highway.* Those numbers add up to what Carter calls “the best mileage ratings of any SUV, crossover or wagon sold in America. We think that’s win-win for everybody.”

Prius v achieves this feat in several ways, starting with its aerodynamic shape and sheet metal that yields a slippery .29 coefficient of drag. Keeping the weight down was another strategy, using foam-injected door panels, aluminum and high-tensile grades of steel. A new, optional Panoramic View Moonroof is constructed of a lightweight resin. Options like LED headlamps are just one of many more thoughtful and energy-efficient design elements. “And because it’s a Prius,” notes Carter, “it produces 66 percent fewer smog-forming emissions than the average new vehicle.”

Like its predecessors, the Prius v offers four driving modes—standard, ECO, EV and Power—and shares handy features such as Push Button Start, Dynamic Radar Cruise, Smart Key, Advanced Parking Guidance and driver feedback information. A backup camera is standard, as are seven airbags, and like all Toyota models, the Prius v comes equipped with the acclaimed Toyota Star Safety System™ that now incorporates Smart Stop brake-override technology.

In other words, all that’s good about the original Prius can also be found in the Prius v—though thoughtfully enhanced and “supersized” for the active family.

For more information, visit your local Toyota dealer or www.toyota.com/prius-hybrid.

*2012 Prius v equipped with automatic transmission. All figures EPA–estimated. Actual mileage will vary.